Marketing

It’s not often one gets to hear sworn witnesses in federal court explain the intricacies of header bidding under oath. But that’s what happened during the first day of the Google ad tech-focused antitrust case in Alexandria, Virginia on Monday. It was like a crash course in ad tech – and ad tech history. The

Advanced audience targeting is perhaps the most significant change in TV ad buying structures, says Alison Levin, NBCUniversal’s president of advertising and partnerships, on this week’s episode of AdExchanger Talks. The post Talking Advanced Audiences With NBCU’s Alison Levin appeared first on AdExchanger.

With the cost of customer acquisition on the rise – and access to signal on the demise – brands need to invest more in customer retention. It’s way cheaper and more efficient to keep existing customers than it is to attract new ones or to woo back the disgruntled. But it’s often not clear exactly what’s driving

The rise of machine learning in buying algorithms is helping to debunk some of advertising’s commonly held truths. The assumption that high viewability equates to high quality is often misleading. When campaign goals are lower funnel and there is no constraint to purchasing only highly viewable placements, AI frequently reveals that lower-viewability placements – as

Oracle’s growth rate will increase without its declining ad business. Plus, Ad-supported news no longer brings home the bacon. The post Oracle Goes Ad-Free, The Way To Be; No Longer Printing Green appeared first on AdExchanger.

Do you have thoughts on the trial? Consider taking our survey. On the first day of Google’s antitrust trial, the word “control” was front and center. The case is dissecting how Google seized, maintained and wielded its ad dominance — and the price it paid for it. Of course, the defendant rejects all such charges, with

Subscribe: Apple Podcasts • Stitcher • Spotify Marketers’ attention to the industry’s latest shiny object, generative AI, has yet to shift out of focus. Some agencies have moved to ink enterprise-level deals with major AI players, like OpenAI, Runway and soon, Perplexity. As these AI-powered tools continue to flood the marketplace, agencies and brands alike

Major brands like Harley Davidson, Lowe’s, John Deere and, most recently, Molson Coors, continue to take a step back from diversity, equity and inclusion efforts. In general, brands doing so is a shortsighted move that may hurt the brand in the long term as inclusion is necessary for growth, according to industry analysts. The companies

At this year’s Roblox Developers Conference, the platform’s burgeoning romance with brands and advertisers was on full display. Roblox Developers Conference — Roblox’s annual, invite-only gathering for studios and developers operating within its ecosystem — took place over the weekend in San Jose, California. This year marked the first RDC since Roblox rolled out both